What Killed the Jingle?

Ad campaigns with jingles worked best with repetition, which was well-suited to an era when there were three main TV channels and advertisers could reliably reach the same viewers over and over again. But today’s viewers are not quite the captive audiences they used to be. By 2013, there were 189 channels in the average cable package. That audience fragmentation has multiplied with the rise of streaming services and digital recording devices. Now viewers may watch few commercials, if any at all.
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Ad agencies have changed their tack accordingly. They started borrowing techniques from the film industry for commercials, including story arcs and background music that evokes a feeling or mood. Jingles, by contrast, are preachier and more instructional. The inclusion of pop music has made commercials even more aspirational, but the sell more subtle. It’s about the brand experience, and not just the product.
http://www.theatlantic.com/business/archive/2016/08/what-killed-the-jingle/497291/